What's new about new media? How multi-channel networks work with content creators

摘要

With the rise and rapid proliferation of digital and online marketing, increased cord-cutting by consumers, and new content being created online, Internet based advertising is the single fastest-growing ad expenditure category, outstripping TV, radio, and other more traditional media formats. With the rise of new media and the increased content creation, the ability of content creators to manage and guide their brand has become more important than ever. This article investigates one such mechanism for managing the new media phenomenon, the Multi-Channel Network (MCN) model. An MCN is any entity or organization which either partners with content creators or directly produces a variety of distinctive content and works to perform business and marketing functions on the platform in which said content is released. This article investigates the MCN phenomena as it specifically addresses the needs of content creators in the new prosumptive consumer culture that helps inform and create new media content. It highlights strategies for managing and navigating the new media and MCN domain. (C) 2016 Kelley School of Business, Indiana University. Published by Elsevier Inc. All rights reserved.